New Laurel pub chief talks about plans
Laurel Pub Company new chief executive Paul Symonds has restructured the company just three weeks after his arrival.
Symonds' reorganisation has created dedicated teams able to provide clearer direction and brought an injection of new talent.
The reorganisation will provide the single minded management and marketing focus we need Laurel Pub Company new chief executive Paul Symonds.
Circuit and Town Local have been brought together to form a new Pubs and Bars division, with 300 outlets split geographically into three areas - North, Midlands and South.
It will be headed by new MD Toby Smith, who is joining the company from Spirit.
Quality Food will be split into two divisions - Slug and Lettuce and Ha! Ha! Bar & Canteen. Mary Sharp will head up Slug and Lettuce.
A new appointment to lead Ha! Ha! will be announced at the end of October.
"The reorganisation will provide the single minded management and marketing focus we need," said Symonds. The geographic split into North, Midlands and South will, says Symonds, develop a better knowledge and understanding of local markets, and ensure that the operations teams work more closely together.
"It's important that each brand fully develops its own personality and customer base, and take trade from the competition," he said.
"Food will be the key driver for the business." Laurel's determination to build its food sales was clearly signalled earlier this year with the key appointment of Suzanne Baker as commercial director.
Baker is strengthening her commercial team with the appointment of Perry Huntley, as new head of food development.
Huntley has wide experience of the pub and restaurant trade - he was head of pubs and bars food development for Mitchell & Butler for four years, and before this, spent over nine years with Whitbread working in a number of important food development roles.
"Operating them together, we risk the offers beginning to merge. It is important each concept maintains its own
individuality - the reasoncustomers love them," said Symonds.
"Slug and Lettuce is one of the strongest bar and restaurant concepts in the industry - it's the best, most female friendly operation on the High Street, with a high quality food and wine offering.
"It has just celebrated its 21st birthday and a lot of great work has been done in recent months revitalising the brand.
"This summer we have spent around £5 million converting other concepts into the new style Slug and Lettuce - for example, a Fiesta Havana in Liverpool, Casa bars in Bournemouth and St Albans, and a RSVP in Bath.
"All have had a great response from customers and are trading fantastically well.
"We are accelerating our Slug and Lettuce roll out programme."
Ha! Ha! is another major avenue for growth, as demonstrated by the huge success of the new venue opened in Victoria, London, which has earned rave reviews from customers.
"The appeal of Ha! Ha! is its fresh food offering, its atmosphere, its warm, friendly service, which all help to create a different and unique customer experience," explained Symonds.
"We currently have 26 units, and we want to develop a lot more."
Marketing and development of Ha! Ha! will be given important new impetus with the appointment of Clare Martin as brand development manager.
Clare was formerly head of marketing at JD Wetherspoon. Getting the range and quality of the food offering right is vital to the success of Slug and Lettuce, Ha! Ha! and also to the Pubs and Bars division, where a lot of work has been put in developing new food menus.
"My reorganisation brings a shift in emphasis," said Symonds.
"Food is the main driver for the business and we have a huge opportunity to push on and substantially grow our overall food sales.
"Our new structure and the talented new people joining our existing team, sets us up well for an exciting future."
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